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本文将模糊聚类分析方法应用于网上银行特征分析,并从客户行为和客户价值两个层面加以比较,将工商银行企业网上银行客户分为高端客户群、中小客户群和新兴市场客户群。高端客户对功能和服务需求简单,较少关心网上银行服务的提升和改进,营销应注重基础功能普及与完善;中小客户群为工行网银带来的直接收入少但对业务发展关注度高,应尽量向其提供个性化、方便快捷的功能;新兴市场客户群是最重要的潜力客户,要加强对客户回访营销和沟通以有效挖掘新需求。“稳定高端、站稳新兴、不放松中小”应是工行企业网上银行的目标和市场定位。
This article applies fuzzy clustering analysis method to the characteristics analysis of online banking and compares them from the two aspects of customer behavior and customer value. It divides ICBC corporate Internet banking customers into high-end customer base, small-medium customer base and emerging market customer base. High-end customers demand simple functions and services, less concerned about the promotion and improvement of online banking services, marketing should focus on the popularization and improvement of basic functions; small and medium-sized customer base for ICBC to bring direct online banking with less but high degree of concern for business development should be Try to provide them with personalized, convenient and efficient functions; emerging market customer base is the most important potential customers, to strengthen customer feedback marketing and communication to effectively tap new needs. “Stable high-end, steady emerging, do not relax small” should be ICBC corporate Internet banking goals and market positioning.